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Sales Structure of Tapal Tea (Pvt) Limited

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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Sales Structure of Tapal Tea (Pvt) Limited

  1. 1. Sales Management Presented by: Anum Mohsin Imad Baig Maryum Zehra Saisha Fatima Sehrish Rizvi
  2. 2. Facts- Tea consumption in Pakistan <ul><li>Pakistan’s annual Tea Demand is 160,000 tones annually and per capita tea consumption is 1 Kg. </li></ul><ul><li>Pakistan imports Tea from Bangladesh, Sri Lanka, Kenya, Nepal and India. </li></ul><ul><li>The tea market is divided into 2 segments: Branded and Unbranded. </li></ul><ul><li>Branded market is further subdivided by 2 major market players: Unilever’s Lipton, Brookebond and Tapal. </li></ul>
  3. 3. Tapal- An overview <ul><li>In 1947, Tapal started out as a family business under Adam Ali (founder) Tapal. </li></ul><ul><li>Tapal enjoys a good 34% of the Branded tea market. </li></ul><ul><li>In the Southern region, Tapal is the market leader with 65% of the market share where Karachi is the hub. </li></ul><ul><li>Currently there are 375-400 permanent employees. If we include the outsourced ones it would be approximately 3000. </li></ul>
  4. 4. The 4Ps at Tapal
  5. 5. Tapal Brands/Products Safari Tapal Ice tea Gulbahar Chenak Family mixture Tezdum Mezban Danedar TAPAL BRANDS
  6. 6. Continued… <ul><li>Price - Competitive prices and partially uses differentiation strategy. </li></ul><ul><li>Place - Tea is supplied through a distribution network and is made available at retail outlets, wholesale shops, institutions and utility stores. </li></ul><ul><li>Promotion – </li></ul><ul><ul><li>Tapal Ice Tea Sachet Launch </li></ul></ul><ul><ul><li>Buy 1 Family Mixture Jar and get 5 Complimentary Green Tea Sachets </li></ul></ul><ul><ul><li>Buy 100 Tapal Danedar Tea Bags and get a Complimentary Tapal Mug </li></ul></ul><ul><ul><li>Other various consistent trade offers also take place from time to time. </li></ul></ul>
  7. 7. Tapal- Sales Management
  8. 8. The selling process (customers & distributors) <ul><li>Modern trade- Chains like Makro, Aghas, Naheed store are dealt directly through Tapal salespeople or limited distributors. </li></ul><ul><li>General trade- Third Party distributors are responsible to supply tea to various geographic areas. </li></ul>
  9. 9. Continued… <ul><li>USC/CSD- The category includes government utility stores and army welfare shops. USC/CSD Executive is appointed and is responsible for maintaining healthy business/ personal relationship, for range selling at warehouse/outlets and randomly visiting USC/CSD outlets for checking the stock availability. </li></ul><ul><li>Out of home- Out of home consumers includes institutions, hotels, daabas and direct consumption. Specific salespeople are responsible to deal with these customers. </li></ul>
  10. 10. Sales structure
  11. 11. Sales structure <ul><li>Sales Manager- There are 2 sales managers. </li></ul><ul><li>Regional Manager- Tapal has divided itself into 6 regions and each has a separate regional manager. </li></ul><ul><li>Zonal Manager- There are 19 zones and zone managers. 4-6 zone managers lie under each region. </li></ul><ul><li>Territory sales executive and sales officer- There are 110 territories and then this is further divided to 475 towns. There is at least 1 distributor and around 6-8 sales people per town. </li></ul>
  12. 12. Order Booking-Technique <ul><li>Tapal’s Territory Executive Officers go to respective assigned distributors and take their orders. </li></ul><ul><li>They do not perform direct order booking. </li></ul><ul><li>The distributors have their own salesmen, who go from shop-to-shop recording the orders accordingly. </li></ul><ul><li>The total amount of all the orders is calculated and then an amalgamated order is placed by the distributor to a Tapal Territory Executive Officer. </li></ul><ul><li>As a channel distribution quality check; once in two months, the Territory Executive Officer and Distributor perform shop-to-shop order booking </li></ul>
  13. 13. Specialized structure - Geographic
  14. 14. Specialized structure - Customer Tapal Tea Pakistan Modern Trade Out of Home USC/CSD General Trade
  15. 15. Sales Forecasting <ul><li>Market potential- It is assumed in this formula that one person consumes at least 1 kg of tea in a year, and given that the population of the country is 160 million, the market potential for tea is 160 million kg. </li></ul><ul><li>Subjective sales forecasting- Jury of Executive opinion and Sales Force Composite. At Tapal forecasting is a mutual activity between the zones, regions and the top management. </li></ul>
  16. 16. Continued… <ul><li>Annual Operating Plan- It is a schedule of events and responsibilities that details the actions to be taken in order to accomplish the goals </li></ul><ul><ul><li>This sales forecast is usually done through the annual operating plan. </li></ul></ul><ul><ul><li>After management approves the overall plan, it is divided into two separate plans, one for the north region and the other for the south region. </li></ul></ul><ul><ul><li>It is prepared through the joint efforts of both the Marketing and Sales department. </li></ul></ul><ul><ul><li>For two months, on the 15th of June and July, rolling forecasts are done, where sales are estimated for the next 3 months in June, and then revised again in July. </li></ul></ul>
  17. 17. Human Resource Management at Tapal
  18. 18. Recruitment <ul><li>Sales people are selected based on their experience in the industry and their overall aptitude. </li></ul><ul><li>Find an individual who is familiar with a particular territory and is likely to stay in the organization long enough to deliver substantial results. </li></ul><ul><li>Sources: </li></ul><ul><ul><li>Referrals </li></ul></ul><ul><ul><li>Newspapers Advertisements (Very Rarely Used) </li></ul></ul>
  19. 19. Selection Procedure <ul><li>Vacancy arises in any of the territories, the need is identified and the HR department is informed. </li></ul><ul><li>Factors Determining Selection for Sales person: </li></ul><ul><ul><li>Vary their approach when selling to the customer. </li></ul></ul><ul><ul><li>Possess Strong Observation Skills </li></ul></ul><ul><ul><li>Identify difficult situations and know how to tackle them efficiently. </li></ul></ul><ul><ul><li>Ethical and honest </li></ul></ul><ul><ul><li>Passionate about selling and their work. </li></ul></ul><ul><ul><li>Pakistani society puts a lot of emphasis on the trust factor; so that a long term relationship can be established. </li></ul></ul><ul><ul><li>Experienced sales person should have an idea of what the future sales will be. </li></ul></ul>
  20. 20. Sales Training <ul><li>Training Programs </li></ul><ul><li>Training Schedule </li></ul><ul><ul><li>Company sales employees: Quarterly training </li></ul></ul><ul><ul><li>Distributors as sales personnel: Yearly training </li></ul></ul><ul><li>Training Objectives </li></ul><ul><ul><li>In depth knowledge of company information and policies is gained. </li></ul></ul><ul><ul><li>Sales presentation and communications skills are developed. </li></ul></ul><ul><ul><li>Sales objectives are clear and well understood </li></ul></ul><ul><ul><li>Product information and technical skills are enhanced </li></ul></ul><ul><ul><li>Customer relation skills are developed. </li></ul></ul>
  21. 21. Motivating The Sales Force <ul><li>Employee Handbook </li></ul><ul><li>Seminars, In-house Training and Job Enrichment </li></ul><ul><li>Tapal Family Circular </li></ul><ul><li>Employee Rights </li></ul><ul><li>Work Policies (Assuring Work-Life Balance) </li></ul>
  22. 22. Motivating Distributors & Traders <ul><li>Point of Sale Displays (Banners & Posters) </li></ul><ul><li>Shop Display Contests </li></ul><ul><li>Shop Boards </li></ul><ul><li>Backlit Vans </li></ul><ul><ul><li>Form of advertising </li></ul></ul><ul><ul><li>Supplying the merchandise to the distributors & traders. </li></ul></ul><ul><ul><li>Used to give away free samples. </li></ul></ul>
  23. 23. Compensation <ul><li>Salary </li></ul><ul><li>Commissions </li></ul><ul><ul><li>The distributor sales personnel receive commissions for the sales they carry out. </li></ul></ul><ul><li>Bonus </li></ul><ul><ul><li>If they exceed targets then they are also given bonuses (AT TIMES). </li></ul></ul><ul><ul><li>Normally 2 targets are given to the employees, one is the Primary target and the other is the Secondary target. </li></ul></ul>
  24. 24. Evaluation <ul><li>Annual Appraisal </li></ul><ul><ul><li>Individuals are evaluated based on their performance through out the year. </li></ul></ul><ul><ul><li>Primary means of evaluating is whether or not they have achieved their targets. </li></ul></ul><ul><ul><li>Each member will be evaluated against other members in the channel. </li></ul></ul><ul><ul><li>For instance sales person in General Trade will be evaluated against other persons in that team. </li></ul></ul>
  25. 25. Conclusion <ul><li>Its dense consumer market lies in Karachi. </li></ul>
  26. 26. Recommendations
  27. 27. <ul><li>Counterfeits of Tapal exist in the market </li></ul><ul><ul><li>Sales personnel should be trained to approach the retailers and encourage them not to keep the counterfeit products. </li></ul></ul><ul><li>Tapal has never been able to secure consistent institutional sales in restaurants and offices. </li></ul><ul><ul><li>Personal selling to institutions including: Restaurants, Hotels and Educational Institutions. </li></ul></ul><ul><li>Extensive training programs are provided for the devoted sales personnel. </li></ul><ul><ul><li>Combination method of compensation should be provided to the personnel. </li></ul></ul><ul><ul><li>Like tying a strong correlation to sales and bonuses. </li></ul></ul><ul><ul><li>A proper structure to get bonuses would motivate sales personnel to achieve more than the secondary target. </li></ul></ul>
  28. 28. Thank You.

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